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Bonding The Brand To The Consumer!
The last in this series emphasises the importance of human interaction in bonding the Brand with callers. Do not underestimate the influence your Contact Center teams have – they are the Brand Enhancers! Every response generated from a DR campaign gives you that opportunity – but you only have 90 seconds to leave that impression! Having briefed and re-briefed your team as the campaign rolls on, the challenge for you is to ensure consistency. The way the call is answered, the enthusiasm of the agent, the exceeding of expectations set by the creative and finally the exit, all help in the Brand-bonding process. Build in performance indicators around similar points so you can measure the effectiveness of your team. Finally, once the campaign is over, don’t stop there. Call responders to evaluate handling of the campaign and, importantly, the follow-up (for example, from a salesperson). Improvements can be suggested to Marketing and it gives you one more opportunity to bond the Brand!